Adgully Exclusive | Bangla television market heats up; ABP all set to launch Sananda TV!

The mainstream marketshave been saturated so more and more players are making a beeline towards theregional markets to build a bridge with the local players and attain goodwill. Theregional markets have the potential to deliver to the demands of the marketersand Broadcasters alike. Bengali television market, the most targeting one inthis industry, is mounting progressively wherein becoming more competitive forthe new players stepping in.

Leading publication house Anandabazar Patrika, is all set to launch their latest venture Sananda TV in the Bengali GEC space. Sananda TV the Bengali GEC will knock the Bengali GEC space on July 25 with their integratedcontent. The channel will be showcasing many original fictions wherein engagingthe 7.30-10.30 slot. It remains to be seen that how they work on moviessections.

Sananda TV has a classic lineage and pedigree as its a part of Anand Bazar Patricka which has newspapers like, theTelegraph and also 4 other magazines catering to the discerning audience like, Sananda, Anandalok, Unish Kuri and Desh. It already has a strong goodwill in the market and to maintain its goodwill and reputationthe content and programs are totally different from others, in terms of visualimpact with premium visual quality usage of HD and RED cameras and fiber opticstransmission.

Insuch a competitive scenario wherein the advertising market size is to the tune of700 crores upwards and the total GRP is 1100+ with 6 GECs already already trying to get ashare of the .pie. STAR JALSA, the leading channel with 400 GRPs followed byZEE TV which is not lagging far behind, so the most important aspect tomaintain the goodwill is the content and programming of the new launch. Commentingon the content and programming strategy, Madhumita Chattopadhyay said "Our objective would be to providefull blown entertainment while touching upon social issues subtly. Our programstouch upon issues like social stereotyping of women, girl child education,intercommunity marriages, and trials of working women and so on. We will be inspirationalin the context of lifestyle and a slight shift in value system. Our focus willbe essentially fictions. We are also launching a weekly non-fiction(international format) with Prosenjit Chatterjee as the anchor."

So there will be positive programming aimed at happiness and empowerment. There will be a content platter that would appeal to audience acrossdemographicsand also the programs will be inspirationalin both lifestyle and a shift in value-system.

"We are lookingat 360 degrees communication with print, radio, TV, outdoor, ground events. Inprint (especially in the magazines) we are doing a lot of content connect. Ourobjective is to promote the protagonists and make them members of eachhousehold," she adds while telling about the marketing and communicationstrategy.

But the question arises what and how are you looking atgetting the maximum in terms of distribution?

"Weare tying up with all MSOs and cable operators before launch. We have a brandlike Sananda TV, a brand like ABP with us. This makes us credible amongstakeholders. ABP always had a very strong relationship with all its partnersand this gives us a lot of confidence.

In the DTH front, before launch we are tying up with a couple of players havingsignificant market share, and eventually will be available on all platforms,"says Madhumita.

Talkingabout their expectations from the market, she explained, "Nowthat our campaigns have hit the market, the entire market is very upbeat aboutthe launch. There is a lot of expectation from the viewers, and theadvertisers. And we are trying our best to live up to their expectations."

"We are shootingon HD3100, but at present we are not up linking in HD. We have plans to do thatsoon and also weare hoping to share the same platform as the two leaders soon. And then, let uswait and see. "She added.

On asking aboutthe time of the launch Madhumita says Bengalis are very upbeat a couple ofmonths before Durga Puja and so this is the best time to enter their mindspace. Further, the brand Sananda completes 25 years this July...so this is anew platform that the brand wants to offer to the Bengalis.

"At launch weare looking at Rs 10,000-20,000/- per 10 seconds but as the performance ratingswill also grow, and the rates will also be revised," she concluded.

As the channel takes its name from a very well known Bengali magazine Sananda which featureswomanhood so it is quite understood that content will support womanhood.It will be showcasing programs on women with different thoughts and differentbeliefs. Talking about the target audience Madhumita Chattopadhyay, Advisor,Bengali Magazines and Editor, Sananda and CEO, ABP Entertainment Pvt. Ltd said,"The core TG as with all GECs will bewomen 20+. However, we are consciously planning programs to ensure more offamily viewing."

The primetime programs will be Bindi(19.00): my happiness is in hiding myself away,featuring A journey from shadows to light ' a voyage of Victimto emerge Victorious..

Amar Naam Joyita(19.30): my happiness is in walking the untrodden path, featuring theRealization of one's dreams and making her own space in a male dominated world.

Alpo alpo Premer Galpo (20.00): my happinessis in exuberance, featuring a Love story of an unconventional girl

Mrs SinhaRoy (20.30): my happiness is in unmasking, featuring the story of a woman whounmasks the hypocrisy of a rich and famous family.

SabinoyNivedan (21.30): my happiness is in confluence of two worlds, featuring a Crosscultural marriage.

Praloy Asche (21.30) and Devi Chowdhurani(22.00).

Adgullytries to gaze the mood of the present players, advertisers and marketersand learns that it is a wait and watch game. Couple of yearsback Star Jalsha redefined the viewing experience of the Bengali Bhadraloks andhence people are more or less also expecting as much from Sananda TV channel. Earlier when Star Jalsha entered the market even the advertisers and marketerswere wary of them as well but now it is the leading player of that market. Wefound that there is a little reservation in the market and also expectations galore.As a little bird chirped it takes at least four weeks for a any GEC to understandhow is it fairing with the viewers.

Although Sanands is launching with 3 hours of originalcontent but the channel has to have their robust movie library to woo theviewers. The mood is upbeat and the advertisers are waiting to grasp theopportunity. Bhadrolok's of Bengal are awaiting the Sananda TV channel launch. | By Aanchal Kohli [aanchal(at)adgully.com]